Improve your email campaigns

on Monday, 12 March 2018

Despite the rise of social media platforms such as Facebook and Twitter enhancing our ability to communicate with customers across the web, this hasn’t left our affinity to email any less meaningful or important. Many argue that email campaigns are even more important in the current climate, an email offering a familiar place of solitude among the social media chaos.

Creating an effective email marketing strategy is a key tool for your brand, allowing your business to connect with your audience and building trustworthy and meaningful relationships. The right approach combines appealing to your audience’s emotions while providing them with messages that are easy to read and relevant. However, many businesses using email marketing tools such as Hubspot, MailChimp, Constant Contact, and other email marketing platforms, often find themselves not getting the return rate they'd hope for.

Here are four tips for improving your results from email campaigns:

Come up with a great headline

Obviously, the headline is the first thing your reader will see. It is important to get this right as it immediately grabs the reader’s attention and tells them more about what they are going to be getting from the email. A headline is a thing the reader uses to decide whether they’re going to keep engaging with you or look elsewhere. Spend time thinking about your headlines, keep them short and meaningful, and keep them relevant to your topic and your target audience.

Ensure to follow up

Key to successful email marketing is being consistent and keeping with what you’ve said you’re going to do. If you say you’re going to send out one email per week, but end up sending one a month, this doesn’t look great and will likely leave your customers feeling annoyed and less likely to engage with you further. If your call to action is strong, and your follow-up is consistent, then you’re much more likely to have a positive campaign.

Start with a good database

There’s little point in spamming everyone on your list based on the assumption that they’ll all be interested in what you have to say. Instead, target segments and make time to track each segment and how it’s doing. You can add these fields to your email marketing strategy and keep track in your e-commerce software, making them much more effective. Make sure you’re constantly adding fresh contacts to continually build up your database.

Take the time to measure your success

A marketing plan should never be implemented without measuring its success, and this is crucially important for your email campaign. Lots of email service providers provide built-in analytics, with some even offering suggestions on how to improve. Take a look at which emails are getting the most clicks and views to determine what your audience is looking for the most. Google analytics is a great way to measure conversions on your website, allowing you to get a better idea of the whole funnel. MailChimp can also be used to connect e-commerce shopping counts, also doing the tracking in their reporting. It’s important to consider which emails are getting the most clicks and views, this way you can determine what your audience is looking for the most.

If you would like any further advice on any aspects of digital marketing, then contact Shamshad directly on Shamshad@shamshadwalker.co.uk or call 0115 880 0247